He currently appears in only one retro-themed campaign for Adidas and has made a cameo in an Apple ad.

There’s no question that Ali is one of the most recognized sports figures in history – not just in the U.S. but around the world.

“He’s an iconic legend that has been undermarketed,” said Allen Adamson, managing director at branding firm Landor Associates. “If he were boxing today, his brand would be marketed the same way Tiger Woods is.”

But it’s been years since Ali, who was diagnosed with Parkinson’s disease, stepped into the ring. He also has problems speaking, creating obstacles for him as a pitchman.

There is also the issue of Ali as a stand-up sports icon: He fought not only boxing opponents but also the U.S. government when he refused to go to Vietnam. His hero status means marketers will have to tread carefully to avoid sullying his image.

“My question is whether he will be relevant to older or to younger people,” Adamson said.

Sillerman isn’t the only one banking that Ali will carry weight with both.

Brand guru Peter Arnell, chairman of the Arnell Group, is developing a snack food line along with Ali and snack food giant Mars Inc.

The GOAT line, short for “Greatest of All Time,” includes fruit bars and crunchy snacks and sport names like Rumble, Jab and Shuffle.

The line will hit the store shelves on Jan. 17, marking Ali’s 65th birthday and renewed interest in his legacy.

The low-calorie snacks are geared toward teens and cutting down on obesity. For instance, the packaging draws on Ali’s cockiness with some of his famous sayings like, “It ain’t bragging if you can do it.”

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Flurry of pitches

Bob Sillerman (right) and the owners of the new GOAT food brand plan a product bonanza centering on Muhammad Ali’s 65th birthday.